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Achieving a Cult Following in Pharma: Interview with: Jim Metropoulos, MD, Managing Partner, Cult Health, a healthcare advertising agency at the marcus evans PharmaMarketing Summit 2013
Achieving a Cult Following in Pharma: Interview with: Jim Metropoulos, MD, Managing Partner, Cult Health, a healthcare advertising agency at the marcus evans PharmaMarketing Summit 2013
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Achieving a Cult Following in Pharma: Interview with: Jim Metropoulos, MD, Managing Partner, Cult Health, a healthcare advertising agency at the marcus evans PharmaMarketing Summit 2013

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Achieving a Cult Following in Pharma: Interview with: Jim Metropoulos, MD, Managing Partner, Cult Health, a healthcare advertising agency at the marcus evans PharmaMarketing Summit 2013, on healthcare …

Achieving a Cult Following in Pharma: Interview with: Jim Metropoulos, MD, Managing Partner, Cult Health, a healthcare advertising agency at the marcus evans PharmaMarketing Summit 2013, on healthcare brand loyalty.

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  • 1. Achieving a Cult Following in PharmaInterview with: Jim Metropoulos, because physicians, consumer-patients, Is this more relevant for drugsMD, Managing Partner, Cult Health caregivers, and managed care and going off patent? policy decision-makers are all customers. Healthcare knowledge is A common goal is to spike prescription“All brands want to achieve cult status – power. But denial is more powerful, and brand momentum going into the OTCloyalty that transcends purely rational healthcare information is rarely market or before competition fromexplanation – but when it comes to transformed into actionable knowledge. generics. The economic argument willhealthcare products, it is difficult to Why? We do not always understand well always favor generics but how farexecute and synchronize the tactics enough our motivations, fears, and the should this go? Every day consumersessential to reach the highest level personal and interpersonal voids that make purchase decisions in favor ofof long-term brand appreciation. need filling. We need to assess brand values. The same mindset shouldEffectively communicating the benefits information and applied knowledge gaps be in play when someone thinks aboutof these brands, arguably more to understand how the interplay walking away from a brand that hasimportant to people than computer between patient and physician leads to reduced their risk of disease for aor car brands, requires deep decision discordance that erodes brand decade.understanding of the dynamics that appreciation. The right kind of primaryunderlie consumer and HCP behavior as research will create a foundation ofwell as the patient-HCP relationship,” deep insights that give marketerssays Jim Metropoulos, MD, Managing advantages.Partner, Cult Health. The Every communication needs to beAs a solution provider attending the considered comprehensively. Inte-marcus evans PharmaMarketing gration is more important today as physician-Summit 2013, in Palm Beach, Florida, patients look for information in order toMay 8-10, Dr. Metropoulos puts forward have meaningful conversations withsome recommendations for improving their HCP, who is then influenced bythe outcome of pharmaceutical these conversations.marketing.Creating a cult following. What does The primary target audience for communications should be neither the patientthat mean in the pharma business?If you look at the definition of a cult, the physician nor the patient, but the composite physician-patient rela- tionship. We must anticipate the discussion has thedescription that interests us the most is dialogues between them in the privacythe one where people have a high level of the consultation room and createof devotion to a person, idea, communications that are in harmony power tomovement, or work. The idea that with the thoughts and feelings of thepeople can be extremely loyal to a patient and physician not only beforeproduct that has changed their life, the they are in the room together but alsoway a healthcare product does, is very after the consultation is over. Everyinteresting. There is no reason whycertain healthcare product and servicebrands should not have the same level physician -patient dis cus sion wil l enhance or erode brand appreciation. These discussions can be in accord with enhance orof customer loyalty that Apple and Audihave achieved with computers and cars.We are talking about the kind of loyalty DTC and sales representative commu- nications or not. diminish a brand’sthat overcomes adherence barriers, To have a group of people who trulycompetition, and even generics. appreciate the benefits of a branded medication, the physician and the valueHow can this desired level of brand patient have to be exposed to the brandloyalty be achieved? in a comprehensive and holistic way across communication channels. This isFirst, we have to acknowledge that we still one of our biggest challenges asall come to tasks with biases, which evidenced by adherence rates that aremay not be shared by most of the illogical and by generic erosion that ispeople with whom we need to emblematic of minimal brandcommunicate. Healthcare is complex appreciation.
  • 2. About the PharmaMarketing Summit 2013 The Marketing Network - marcus evans Summits group This unique forum will take place at The Ritz-Carlton, Palm Beach, Florida, May delivers peer-to-peer information 8-10, 2013. Offering much more than any conference, exhibition or trade show, this on strategic matters, professional exclusive meeting will bring together esteemed industry thought leaders and trends and breakthrough solution providers to a highly focused and interactive networking event. innovations. www.pharmamarketingsummit.com Contact Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Please note that the Summit is a closed business event and the Tel: + 357 22 849 313 number of participants strictly Email: press@marcusevanscy.com limited. For more information please send an email to info@marcusevanscy.com All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.comAbout Cult HealthCult Health believes products that reduce risks, relieve pain, heal wounds, and save lives should have cult followings – just likesome of the best cars, computers, and clothes do. Cult Health helps elevate brands to cult status by deploying 360-degreemarketing communications that engage audiences, spark meaningful conversations, and increase ROI. Consumers and HCPs willstand up and speak out for brands that make meaningful differences in their lives.www.culthealth.comAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsCMO Summit (Asia Pacific) - www.cmoanzsummit.comPharmaBrand Summit (Europe) - www.pharmabrandeurope.comTo view the web version of this interview, please click here: www.pharmamarketingsummit.com/JimMetropoulos

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